Marketing Revolution: The Radical New Approach to Transforming the Business, the Brand & the Bottom Line

Contents......Page 6
Acknowledgements......Page 10
Foreword......Page 12
Introduction......Page 14
THE RISE OF THE NEW CUSTOMER......Page 17
WHAT’S SO DIFFERENT ABOUT CUSTOMERS NOW?......Page 18
THE GROWTH OF CHOICE......Page 19
IS THE CHANGED CUSTOMER ENVIRONMENT
IMPORTANT?......Page 20
ENGAGING THE NEW CONSUMER......Page 22
REINVENTING MARKETING......Page 26
THE CUSTOMER IMPERATIVE......Page 28
AN EXAMPLE OF RESPONDING TO THE NEW
CUSTOMER: THE MUSIC INDUSTRY......Page 29
MARKETING AS A WHOLE-COMPANY ENTITY......Page 30
SPREADING THE MARKETING STATE OF MIND......Page 32
EXTREME COMPETITION......Page 38
THE END OF THE COMFORT ZONE......Page 40
MEASURING MARKETING EFFECTIVENESS......Page 43
LET’S KILL CUSTOMER SATISFACTION BEFORE IT
KILLS US......Page 48
SENSE AND RESPOND MARKETING......Page 51
TAKING STOCK OF MARKETING......Page 54
FIVE STEPS TO ALIGNING THE MARKETING
FUNCTION WITH THE CORPORATE AGENDA......Page 56
MANAGING THE CUSTOMER JOURNEY......Page 58
THE BEGINNINGS OF MARKETING REVOLUTION......Page 60
BEST PRACTICE AT WORK......Page 62
A NEW APPROACH TO INSIGHT......Page 64
THE CUSTOMER EXPERIENCE......Page 65
DESIGNING THE CUSTOMER EXPERIENCE......Page 68
BUILDING THE BUSINESS HALO2......Page 73
CUSTOMER RETENTION AND THE CUSTOMER
EXPERIENCE......Page 75
THE CHALLENGE OF THE NEW CONSUMERS......Page 77
WHY ARE CHANGING POPULATION
DEMOGRAPHICS BEING IGNORED BY MARKETERS?......Page 79
SO, WHY DO MARKETERS NEED BETTER
CUSTOMER INSIGHTS?......Page 83
4
Revolution through
strategic planning......Page 95
ENTERPRISE AS A MOVIE STUDIO......Page 96
MANAGING RELATIONSHIPS......Page 97
STRATEGIC POWER ISSUES AT THE
ORGANIZATIONAL LEVEL......Page 98
HOW STRATEGIC PLANNING ADDS VALUE......Page 104
STRATEGIC REVOLUTION THROUGH CONTINUOUS
IMPROVEMENT......Page 108
SUMMARY: REVOLUTION AS A JOURNEY......Page 109
5
Revolution through
segmentation......Page 111
WHY DO COMPANIES FIND IT HARD TO
IMPLEMENT EFFECTIVE SEGMENTATION?......Page 112
THE PROBLEMS WITH TRADITIONAL
SEGMENTATION......Page 113
BEING CREATIVE WITH SEGMENTATION......Page 118
VALUE-BASED SEGMENTATION AND CHANNEL
OPTIMIZATION......Page 119
REAPING THE BENEFITS OF SEGMENTATION-BASED,
MULTICHANNEL MANAGEMENT......Page 123
TIME-BASED SEGMENTATION......Page 125
OPPORTUNITIES FROM IMPROVED
SEGMENTATION......Page 131
6
Revolutionizing the
company by living the
brand......Page 134
WHERE DOES BRANDING START?......Page 135
THE BRAND UNPICKED......Page 136
THE ANATOMY OF A POWERFUL BRAND......Page 139
BRAND PROPOSITION......Page 141
BRAND REVOLUTION......Page 142
FROM BRANDS AS MIRRORS TO BRANDS
AS WINDOWS......Page 143
HOW THE (BRAND) WORLD HAS CHANGED......Page 144
CUSTOMER-CENTRIC BRANDS......Page 148
BRANDS THAT ATTRACT POST-MATERIALISTIC
CUSTOMERS......Page 150
HOW TO REVOLUTIONIZE THE BRAND......Page 151
ENSURE EMPLOYEE COMMITMENT AND BUY-IN......Page 152
BRAND BENEFITS FOR EMPLOYEE RECRUITMENT......Page 153
THE ESSENCE OF THE BRAND......Page 156
MARKETING AT THE HEART OF THE NEW CRM
AGENDA......Page 159
DEFINITIONS OF CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)......Page 161
ELEMENTS OF CRM......Page 162
THE UNDERPINNING PRINCIPLES OF CRM......Page 164
THE R IN CRM: HYPE AND REALITY......Page 168
THE CONCERNS: LANGUAGE NOT SUBSTANCE?......Page 169
HOW DOES CRM MAKE MONEY?......Page 170
CRM CAN BE PROFITABLE......Page 171
CRM IS THRIVING......Page 174
REVOLUTIONIZING THE BUSINESS WITH CRM......Page 176
IF CRM IS DONE RIGHT, IT WORKS......Page 180
PUTTING CRM REVOLUTION INTO PRACTICE......Page 183
CRM AND CORPORATE REVOLUTION......Page 186
IS MANAGING CUSTOMERS THROUGH
MARKETING GOOD FOR BUSINESS?......Page 188
MARKETING AND CUSTOMER MANAGEMENT ARE
UNDER THE MICROSCOPE......Page 190
HOW TO VALUE THE MARKETING CONTRIBUTION?......Page 191
KEYS TO SUCCESS IN USING INSIGHT FOR
MANAGING CUSTOMERS......Page 192
THE WAY FORWARD: USING INSIGHT TO ACTION
THE MARKETING MIX......Page 195
CUSTOMER INSIGHT DATA AND MARKETING......Page 196
HOW TO TURN CUSTOMER INSIGHTS INTO
ACTION......Page 207
MARKETING REVOLUTION: PRODUCING NUMBERS
THAT FINANCE CAN ACCEPT......Page 210
THE ROUTE TO BUSINESS SOLUTIONS THAT ADD
CUSTOMER VALUE......Page 212
DELIVERING VALUE THROUGH MASS-CUSTOMIZED
MARKETING......Page 214
CUSTOMER SOLUTIONS......Page 215
IMPLEMENTING SOLUTIONS THROUGH
OPERATIONAL ANALYTICS......Page 219
CUSTOMER EQUITY AND LIFETIME MANAGEMENT
(CELM) TECHNIQUES......Page 234
SUMMARY......Page 235
FUTURE MARKETING TECHNOLOGIES......Page 237
SHIFTING REQUIREMENTS......Page 242
DEVELOPING OR ENHANCING THE TECHNICAL
INFRASTRUCTURE......Page 245
DATA-MINING METHODOLOGY......Page 252
FROM BELL CURVES TO WELL CURVES......Page 259
DEALING WITH COMPLEXITY: MARKETING
RESOURCE MANAGEMENT......Page 262
SUMMARY......Page 269
ARE MARKETERS SMARTER THAN FROGS?......Page 271
THE PRESSURE TO CHANGE......Page 273
TOOLS AND TECHNIQUES......Page 275
DIAGNOSING THE ORGANIZATION:
A STRUCTURAL ANALYSIS......Page 278
LEADING REVOLUTIONARY CHANGE:
EIGHT KEY STEPS......Page 281
LESSONS FOR MARKETING REVOLUTION......Page 294
CASE STUDY 1: LOYALTY MANAGEMENT ANALYTICS
AND OPTIMIZATION – THE CASE OF THE AIRLINE
FREQUENT-FLYER PROGRAMME (FINNAIR)......Page 295
CASE STUDY 2: THE DRIVER VEHICLE LICENSING
AGENCY – MULTICHANNEL MANAGEMENT IN THE
PUBLIC SECTOR......Page 306
CASE STUDY 3: TESCO – REVOLUTIONIZING THE
BUSINESS WITH SEGMENTATION......Page 309
References......Page 313
Index......Page 317
Further reading from
Kogan Page......Page 321